Tetley, which is owned by India’s Tata Global Beverages, is one of the UK’s biggest tea brands.

Keith Glasspoole, head of FMCG at the agency, said: “We are delighted to have been awarded the business for this iconic British brand, and look forward to helping it make the most of the opportunities brought by its unique emotional connection with the British public.”

Tetley’s marketing manager Anand Gandesha said the agency offered “a unique and innovative approach that looked at the emotional connection between us and our consumers as well as other factors that directly impact our brand’s performance in the marketplace.”